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G … GATORADES NEW ADVERTISING APPROACH

G … GATORADES NEW ADVERTISING APPROACH. Christina Nnoli Megan Gutwig Corey Faltyn . Flashback. “Old school”. New ad!. New ad approach…. Began airing about 1 month ago Newest commercial is a “teaser campaign” meant to leave the audience talking and asking the question, What is G??

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G … GATORADES NEW ADVERTISING APPROACH

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  1. G… GATORADES NEW ADVERTISING APPROACH • Christina Nnoli • Megan Gutwig • Corey Faltyn

  2. Flashback “Old school”

  3. New ad!

  4. New ad approach… • Began airing about 1 month ago • Newest commercial is a “teaser campaign” meant to leave the audience talking and asking the question, What is G?? • This new concept is the result of Gatorade’s new ad agency; TBWA located in Los Angeles, CA

  5. Gatorade’s goal • Gatorade wants to be seen as “sport in a bottle, the Nike of beverages.” • The new ad associates G with all the emotion, beauty, and glory of sport. With adjectives such as gifted, golden, genuine, and glorious. • "Is it in you?" was their 1st attempt to duplicate the marketing power of "Just do it,” and TBWA is trying to take it a step further.

  6. What could go wrong? • Risk overselling the product efficacy • May have trouble getting consumers to embrace the term "G“ as something other than urban street language. • The dominance of African-American icons, and the feeling of 1968 black militancy (raised fist), seemed to unsettle many YouTube viewers. • The term “lowercase God” could be offensive to some viewers.

  7. The end… questions? • Any thoughts or comments on the new ad campaign?

  8. References Information • Garfield, Bob. "'G' Is Not Only Gatorade, It's Good -- So Far, Anyway." AdvertisingAge. 12 January 2009. 26 Jan 2009 <http://adage.com/garfield/post?article_id=133689>. Images/videos • "Dwayne Wade fan club." FRMTR. 28 Jan 2009 <http://img164.imageshack.us/img164/2576/wallpaper0506wade1024gx6.jpg>. • "Muhammad Ali vs. Sonny Liston." Hugi.is. 22 Sept 2007. 28 Jan 2009 <http://images.hugi.is/box/124444.jpg>. • "Nike colors the Air Jordan green." OregonLive. 09 Jan 2009. 28 Jan 2009 <http://blog.oregonlive.com/pdxgreen/2008/01/jordan.jpg> • http://www.youtube.com/watch?v=cGKAVAAHdWc • http://www.youtube.com/watch?v=3kfTEVTA2sU

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